The Retail Monitor explores how platforms such as TikTok, Instagram, and Facebook are changing purchasing behaviour and the impact this is having on retail organisations. Social commerce now affects almost every link in the retail chain: from customer journey and fulfilment to data, technology, and compliance.
In 2025, the European social commerce market was worth 135 billion euros—and it is expected to continue growing by more than 15% annually to 2033. Younger generations in particular are leading this development. They increasingly combine discovery, comparison, and purchase into a single experience on social media. More than half of Gen Z have already made a purchase via social media, and millennials are following close behind.
[tratto da PWC, 9 giugno 2026]
